So Heinz just pulled off one of those “why didn’t anyone think of this before” marketing moments. They launched a global campaign called “Look Familiar?” that points out something so obvious it’s brilliant:
fry boxes around the world are shaped exactly like their iconic keystone logo.
And now you’ll never unsee it.
The Heinz “Look Familiar?” Campaign
The campaign launched on September 9, 2025, with a 60-second spot created by agency Rethink takes viewers on a world tour across Chicago, London and Tokyo showing fry boxes, that all mirror their distinctive logo shape.
It’s simple, clever, and makes you wonder how this connection stayed hidden for so long.
The Strategy
Nina Patel, VP of Global Heinz Brand, puts it perfectly: “While we don’t know who designed the first French fry box, they must certainly have been a big HEINZ fan”.
The campaign builds on their 2023 global platform “It Has To Be HEINZ,” but takes it further by showing that the connection between fries and the ketchup has literally been shaped into the packaging.
The Execution Details
Creative agency: Rethink
Markets: 8 global markets including US, Canada, Mexico, UK, Brazil, Germany, UAE, and China
Media: Out-of-home, Instagram, TikTok, influencer partnerships, and earned coverage
Partnership: Global Uber Eats deal offering half-price the ketchup with fry orders
The trapezoid shape of fry boxes isn’t random.
It’s actually functional.
Easy to hold, allows venting to prevent soggy fries, and ships flat for storage.
But Heinz turned this practical design into a brand connection nobody had noticed.
CEO Carlos Abrams-Rivera called it out personally on LinkedIn: “It’s a subtle reminder of the inextricable link between fries and great tasting HEINZ ketchup”.
The campaign spans 8 key markets globally, making it one of their largest coordinated marketing efforts since their “It Has To Be HEINZ” platform launch in 2023.
Why This Actually Works
- It’s universally relatable: Every culture has fries, and they all come in similar packaging. The insight transcends language and cultural barriers.
- It feels discovered, not created: Instead of forcing a connection, they revealed one that was already there. That makes it feel authentic rather than manufactured.
- It’s impossible to ignore: Once you see the resemblance, every fry box becomes a reminder of Heinz. That’s permanent brand association money can’t usually buy.
- It leverages existing behavior: People already associate fries with ketchup. Heinz just made that association visual and memorable.
The Partnership Play
Uber Eats integration turns insight into action.
In select markets, customers ordering fries get offered half-price of their ketchup, making the campaign immediately transactional rather than just awareness-driven.
This partnership transforms every fry order into a potential Heinz purchase, leveraging the visual connection for direct sales impact.
Conclusion
Heinz took something everyone sees but nobody notices and turned it into one of 2025’s most talked-about campaigns. They didn’t change their logo, redesign packaging, or create new advertising formats.
They just pointed out that millions of fry boxes worldwide have been advertising for them all along.
The campaign works because it feels inevitable once you see it.
“Of course fry boxes look like the Heinz keystone. Of course that means they belong together.”
The connection was always there.
They just had to make it impossible to ignore.
Sometimes the best marketing reveals what was already true rather than trying to convince people of something new.
“Look Familiar?” proves that the most powerful brand connections might be hiding in plain sight, waiting for someone smart enough to point them out.
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